BU352 Lecture Notes - Lecture 4: Cognitive Dissonance, Financial Risk, Customer Satisfaction
Document Summary
Consumers do not always make the most optimized decisions. Is this consonant with who i am: physiological risk. Compensatory: weigh all the meaningful factors and select brand with highest score. Non compensatory: weigh only the important factors. Interest: decision, action, there is a difference between wanting something and actually buying something, at time of purchase, give customer warrantee or guarantee to lock them in. Post-purchase: word of mouth is the most influential piece of advertising you can find, having someone you trust tell you to buy something is way more reliable than an ad on. Motive & attitude: motives involves a goal, her goal is to look like a princess on her wedding day, attitudes are much steadier; and are beliefs, she has beliefs about what weddings should look like. Situational factors: purchase task, how much money do i have, social surroundings, physical surroundings, temporal effects, antecedent tasks.
